LaVita

What LaVita does

LaVita GmbH is a family-owned German consumer health company founded in 1999 by former ice hockey national player Gerd Truntschka, who remains Gründer & Geschäftsführer. Operating from a single headquarters and production site in Kumhausen, Germany, the company employs 51–100 staff and serves customers exclusively in Germany and Austria. Its entire business is built around one core product, the LaVita Mikronährstoffkonzentrat — a liquid dietary supplement composed of over 70 natural ingredients (more than 30 fruit and vegetable varieties, 20+ cold-pressed herbs, lacto-fermented juices, and high-quality plant oils) supplemented with scientifically balanced vitamins and trace elements based on orthomolecular medicine principles. A 2015 study published in Neuroendocrinology Letters (Prof. Mosgöller, University of Vienna) is cited as evidence that the formulation's vitamins and trace elements reach the cells. The product is vegan, lactose-free, and gluten-free, free from added preservatives, colorings, flavorings, sweeteners, and sugar, and is strictly tested for pesticides and heavy metals.

LaVita operates a pure direct-to-consumer model with no retail distribution through dm, Rossmann, or Amazon. Customers purchase through the proprietary online shop (shop.lavita.com), telephone ordering, or WhatsApp, with home delivery within 1–3 business days and free shipping. The company offers three pricing constructs: a single 500ml bottle at €50 (50 portions, ~€100/liter); a 75-day Start Package of three bottles at €150 that auto-terminates; and a flexible subscription ("Servicelieferung/Abo") with automatic 25-day deliveries, every 8th bottle free, averaging €43.75 per bottle and cancelable any time. Health-conscious consumers, athletes (including Olympic biathlon champion Magdalena Neuner as an endorser), and individuals with elevated micronutrient needs (during medication use, pregnancy, stress, growth) form the customer base.

Revenue derives from one-time and recurring product sales only — no advertising, licensing, or B2B revenue streams are disclosed. Supporting marketing is content-driven via the life.lavita.com online magazine, active organic social presence, and verified Trusted Shops customer reviews exceeding 50,000 five-star ratings. A companion mobile app is available on iOS and Android. The company is privately held with no disclosed external investors, parent, or subsidiaries, and has not undertaken any known funding rounds, acquisitions, or international expansion beyond DACH.

Name

LaVita

Legal name

LaVita GmbH

Website

https://lavita.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

LaVita GmbH is a family-owned German company that manufactures and direct-to-consumer sells a single liquid micronutrient concentrate made from over 70 natural ingredients, serving health-conscious consumers, athletes, and individuals with elevated micronutrient needs in Germany and Austria via its own online shop, telephone, and WhatsApp channels.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833), Beverages (2080)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

Keywords

• Liquid micronutrient supplements
• Natural dietary supplements
• Plant-based nutrition products
• Orthomolecular nutrition
• Vitamin mineral concentrates

Headquarters

HQ city

Kumhausen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - One-time: Single bottle purchase at €50 per 500ml bottle (50 portions). No subscription commitment required.
2. Product Sales - Subscription: Recurring subscription service (Abo/Service­lieferung) with automatic deliveries every 25 days. Provides price advantage at €43.75 per bottle average (every 8th bottle free). Generates predictable recurring revenue and high customer retention.
3. Start Package: Initial 75-day starter package (3 bottles) at €150 total for new customers to experience the product. Auto-ends after 3rd delivery without requiring cancellation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

LaVita produces and sells a single core product — the LaVita Mikronährstoffkonzentrat, a liquid micronutrient concentrate made from over 70 natural ingredients (30+ fruits and vegetables, 20+ cold-pressed herbs, lacto-fermented juices, and high-quality plant oils) supplemented with vitamins and trace elements balanced according to orthomolecular medicine principles. The 500ml bottles (50 portions each) are sold direct-to-consumer via a proprietary online shop, telephone ordering, WhatsApp, and a flexible subscription with home delivery within 1-3 business days to customers in Germany and Austria. LaVita maintains exclusive direct distribution and does not sell through drugstore chains or Amazon.

Product overview

LaVita is a health and wellness company offering a single core product: the LaVita Mikronährstoffkonzentrat (micronutrient concentrate), a liquid dietary supplement made from over 70 natural ingredients (fruits, vegetables, herbs, and plant oils) enriched with vitamins and trace elements. The company sells this product through multiple purchase options including individual bottle purchases (Einzelflasche), a Starter Package (Startpaket) for new customers, and a flexible subscription service (Servicelieferung/Abo). A companion mobile app (LaVita App) supports customer engagement. All products are manufactured in Germany with over 25 years of company experience.

Differentiator

Problem solved

Functional benefit

Products and services

• LaVita Mikronährstoffkonzentrat Liquid micronutrient concentrate composed of over 70 varieties of fruits, vegetables, herbs, and plant oils, supplemented with vitamins and trace elements on a scientific orthomolecular basis. Each 500ml bottle contains 50 portions (10ml per portion) priced at €50 per bottle (€100 per liter). The product is certified vegan, lactose-free, and gluten-free, free from preservatives, colorings, flavorings, sweeteners, and GMOs, and tested for pesticides and heavy metals. It is targeted at individual consumers and families in Germany and Austria seeking a comprehensive daily nutritional foundation.

Quantifiable outcome

• Over 50,000 5-star online reviews demonstrate customer satisfaction and product effectiveness
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Orthomol: German orthomolecular supplement company offering liquid and packaged micronutrient combinations. Direct peer — same orthomolecular positioning, similar liquid-format multis, and comparable German health-conscious target audience.
• Bärbel Drexel: German premium natural-supplement brand with a strong direct-to-consumer and health-food-store presence. Direct peer in the premium natural-ingredient DTC micronutrient and botanical segment.
• Juice Plus+: Global DTC fruit-and-vegetable concentrate brand sold through MLM and direct channels. Direct peer in fruit/vegetable juice-concentrate supplementation, though at much larger scale and broader geographic reach.
• Floradix / Salus: German liquid herbal and iron-supplement brand from Salus Haus. Direct peer in the German liquid-format, plant-based supplement segment, distributed through health-food and pharmacy channels.
• Doppelherz (Queisser Pharma): Major German OTC supplement brand owned by Queisser Pharma, sold primarily in drugstores and pharmacies. Direct peer in the German multivitamin/mineral category with overlapping micronutrient positioning.
• Natura Vitalis: German premium natural supplement brand selling liquid and capsule formulations direct to consumers. Direct peer in the German premium natural-ingredient DTC micronutrient category.

Broad incumbents

• Amway (Nutrilite): Global direct-selling supplement brand built on plant-derived vitamin and mineral concentrates. Broad incumbent — overlapping plant-based micronutrient philosophy but with vastly larger global DTC/MLM infrastructure.
• Centrum (Haleon / Pfizer Consumer Healthcare): One of the world's leading mass-market multivitamin brands, sold across drugstores and pharmacies. Broad incumbent — directly competes for the same daily multivitamin consumer, but at mass-market price points and through mass-retail channels.
• Herbalife: Global direct-selling nutrition company with a broad multivitamin and meal-replacement portfolio. Broad incumbent — same DTC sales-motion category but much larger, multi-product, and globally distributed.

Regional players

• Togal.DE / Allpharm: German pharmacy-channel supplement distributor serving independent pharmacies. Regional player — comparable German micronutrient/supplement category but serving B2B pharmacy retail rather than DTC consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/lavitachannel
• Facebookfacebook.com/lavita
• LinkedInlinkedin.com/company/lavita-gmbh
• Instagraminstagram.com/lavita
• Pinterestpinterest.de/lavita

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LaVita